TYLER GOODWIN II
Digital Brand Overhaul & Web Development
Digital Brand Overhaul & Web Development
The Challenge
The cinematographer had a fragmented digital presence that didn't reflect the high-end nature of his work. His original site was a "quick-fix" build with a disorganized portfolio and a frustratingly complex checkout process. Specifically, his digital product (a professional LUT pack) required customers to navigate through three separate, unnecessary pages before they could even place an order, leading to high "cart abandonment" and a poor user experience.
The Solution
I executed a complete architectural overhaul of the site, transitioning it to a high-contrast "cinema-dark" interface that allows his visual work to take center stage.
• Information Architecture: I restructured the site into a high-impact, 9-video curated grid to immediately establish credibility with new visitors.
• Storefront Optimization: I condensed a clunky, 3-step purchase path into a streamlined, single-page storefront. This simplified the buyer’s journey for his "THE LOOK" LUT pack, making the transition from "interest" to "purchase" nearly instantaneous.
• Lead Generation: I designed a custom, technical intake form to better qualify incoming project requests, ensuring the client receives the specific data points needed to bid on new contracts.
• Role: Lead Web Designer & Digital Strategist
• Platform: Custom Web Build with YouTube Integration
• Key Features: Curated Project Grid, Custom Lead Generation Form, Digital Product Storefront, and Multi-platform Workflow Instructions.
Monetizing the Craft
A key objective was elevating the "TG2 - THE LOOK" product suite. I redesigned the storefront to not only facilitate sales but to serve as an educational resource—detailing the "Contrast Profiles" and "Creative LUTs" system. This ensures that the storefront acts as a passive revenue stream that reinforces his authority as a colorist.
Impact
The overhauled site serves as a professional pitch deck, successfully showcasing collaborations with major labels like Capitol CMG and Amazon Music. The integration of a streamlined job request form has optimized his client intake process, allowing for faster response times on narrative and commercial inquiries.
